Is Manchester’s Shuffle Rewards app a gamechanger for hospitality?

There are numerous ways to be rewarded for repeat custom at hospitality businesses via discounts and perks. Restaurants, hotels, bars and cafes have long signed up to apps like squaremeal, perkbox, code or bubblehouse to bring people through the door. Larger businesses, such as coffee chains, also have their own reward systems, such as pret-perks, for people who take up their subscription service. So, in such a crowded market, what’s different about Manchester’s recently launched Shuffle Rewards app and does it live up to its reputation as a gamechanger?

Launched at the back end of 2024 for businesses around Manchester City Centre, particularly the vibrant Northern Quarter, Shuffle Rewards is a start-up with an innovative new concept that has the potential to revolutionise how we dine out and support local businesses at the same time. What sets Shuffle apart is its unique approach to both customer rewards and investment. 

So, how does it work?

How it works is pretty simple. The app has a handy, easy to navigate map and the sign up and reward system is simple to use. Customers can go to their favourite Manchester venues and, when they pay the bill, instead of having to tell staff they have a discount code (something that may be embarrassing on a date for example), they can pay their bill normally and then a random cashback amount will be redeemed automatically to their account. This could be anything from 5%-100% of their bill and applies to the total, rather than just the food or the drink, with their website stating the average saving is 20%.

The fact the reward is randomly allocated gives an extra bit of fun after every qualifying purchase made, meaning that for every bill there is a chance of receiving a 100% refund in cashback. The more often customers use Shuffle, the more opportunities they have to get big savings at their favourite restaurants.

Investment in local businesses

Customers get a nice bonus without having to do anything, which certainly has its appeal. But what do the venues get out of it? Many like Bundobust, FDN Coffee, Maray Restaurant, Salt Dog Slim’s and Medlock Canteen have signed up already because, as well as visibility on the Shuffle map (which contains info, menu highlights and reviews, increasing the likelihood of foot traffic and repeat visits), the Shuffle Rewards start-up also provides them with low-hassle investment.

Each participating business receives an upfront capital investment to spend on improvements or operation costs, with the app already having committed an initial £2.5m to the hospitality businesses around the Northern Quarter. The investment requires no equity from the businesses in exchange and is intended to boost small, local businesses around the city to ensure the app, its businesses and their customers are all supporting each other to drive growth and keep Manchester’s nightlife alive.

Positive reviews

For now only available via the Apple Store, the app has positive reviews so far, something that reflects its test phase during the early part of 2024. During that period, 4,000 people joined up with just over £60,000 spent and around £22,000 paid out in rewards, so an average of 36.7% returned to participants as cashback. Although the number of new sign-ups since its November launch has yet to be publicly disclosed, the signs are good, and word is spreading around the city.

Of course, the question is that even if it works in Manchester, will it be successful elsewhere? And will businesses see the benefits of an upfront capital investment so the app can sign up as many as possible to make it viable in the long term?

There are already plans to expand to other cities across the UK. Shuffle says it is coming soon to Liverpool and Leeds, and no doubt will expand rapidly if enough users sign up. But the app is not free to its customers. Although there are obvious cashback rewards, there is currently a £2.99 a month charge. Not a lot, but because it relies heavily on user adoption and active participation, it needs to reach a tipping point where it becomes ubiquitous in Manchester and beyond, so that customers feel the monthly charge is worthwhile.

However, Shuffle certainly has the potential to be a big player in the UK’s hospitality rewards sector, especially in a lively, diverse city like Manchester. Its innovative approach to rewarding both customers and businesses is already turning a few heads and the investment back into businesses will no doubt gain it local popularity and support.

So, is it a gamechanger?

Shuffle’s ultimate success will depend on how well it can scale, adapt, and address the challenges that come with growth. If Shuffle can maintain the concept of localised support while expanding its reach, it could set a new standard for how technology supports the hospitality industry.

In the meantime, Shuffle serves as an inspiring example of how technology and creativity can come together to enhance the way we experience hospitality and support our favourite spots beyond just our custom. Whether you’re a Manchester resident looking to make regular savings, a visitor to the city searching for info on where’s good to go, or a business aiming to find investment while connecting with your customer base, Shuffle is undoubtedly worth keeping an eye on.